Quantitative research can tell you how much or how many. But it's only with qualitative research that you can answer the question "Why?"

Focus Groups

Traditional focus groups usually consist of eight to ten people guided through a discussion by a moderator using a discussion guide and other tools. The groups are usually hosted at a facility designed to allow for observers to monitor the group behind a special mirror that conceals them from the focus group participants.

Focus groups are an excellent method for exploring the perceptions, ideas and opinions people have about a product, idea or service. They are also used to test ideas, messages, creative materials and products to identify potential strengths and weaknesses.

Focus groups are often conducted prior to quantitative research, such as surveys, although they can also be conducted after a survey to help understand conflicting or surprising findings.

Sometimes focus group participants are asked to complete an assignment, such as gather photos of a room in their home, assemble a collage that describes their feelings about a topic or complete a diary of particular activities.

Mini focus groups of four to five people, telephone focus groups and teleconference focus groups offer many of the same advantages and are used for the same purposes as traditional focus groups.

Some of our focus group projects have included:

  • Creative test for financial plan marketing materials
  • Message testing for a veterinary pharmaceutical product
  • Product feature exploration for a new electronic pet product
  • Issues identification and clarification for a membership organization
  • Physician communications about patient treatments

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Contact Robin Wedewer about your research project.